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Case Study 3
Industry: Hospitality
Challenge: Increasing Quality of Local Marketing through Franchisee Tools
- Maximize profits by reinvigorating local marketing efforts for franchisees
- Protect the client's brand and avoid legal exposure
- Provide the company with tools to manage franchisee participation data
Analysis
The client expressed concern that local marketing efforts at the individual property and franchisee level were stagnant. There were no uniform guidelines for usage of existing materials.
Solution
JKG created a proprietary, Web-based solution that provides access to advertising, marketing and PR tools for franchisees. It includes a comprehensive digital object library containing brand-compliant artwork, templates, branded ad specialties, collateral and other resources. The site also provides a user-friendly, catalog-style interface for ordering customizable print-on-demand items, such as stationery and business cards.
Execution
Franchisees and managers of individual properties use the online solutions extensively to create location-specific ads, billboards, press releases and other marketing programs that are consistent with corporate brand guidelines. The site is updated continually with new programs and promotions. Response has been exceptionally strong, with more than 2,000 registered users representing 1,600 properties. A variety of reports enable corporate managers to monitor program participation at the franchisee level. The online tools are a critically important component of the opening kit for new hotels. Based on the success of this program, the parent company turned to JKG to implement similar customized solutions for its other brands.
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